Success is not about winning the brand preference battle, but rather, the brand relevance war. In brand preference competition, the goal is incremental innovation: making it better, faster, cheaper. Brand relevance focuses on developing innovative offerings that result in new categories or subcategories. For instance, Zipcar created the car-share category; Whole Foods Market defined a category around organic, natural food. In this video, Professor Aaker will address the keys to this competitive strategy of incorporating elements that competitors lack, which, in turn, will make competitors irrelevant.